C&B, which publishes, among other titles, London City Airport's glossy title City to Cities, is to launch reFRESH later this year, with the first issue out in October.
C&B group editor David Tickner has been named editor of the title, with freelances taking other duties.
Tickner said the magazine will be aimed at a 25 to 35-year-old, affluent, gay male audience.
'We will be covering a cross-section with a focus on cars, property and finance, as well as the usual fashion, entertainment and celebrity features,' he said.
The gay lifestyle market has suffered during the past year with the collapse of magazines Fluid and Fable.
But Tickner insisted that while 'there have been some high- profile launches that didn't work out,' reFRESH will be different as it is targeting a 'specific market'.